The latest data from Club Soda - the fabulous UK organisation championing mindful drinking - confirms what many of us already feel in our glasses: alcohol-free isn’t a fringe trend any more, it’s a cultural shift.

The Numbers That Matter

• 19% of UK adults are now teetotal (rising to 21% in Scotland)
• 48% of all adults already regularly enjoy alcohol-free wines, beers or spirits
• 37% of 18–34 year-olds drink alcohol-free every single week - four times the rate of over-55s
• 56% of adults want alcohol-free options promoted more actively
  
  

Put simply, nearly half the country is already pouring 0% drinks, and the loudest demand for quality, visibility and variety is coming from younger drinkers who refuse to choose between flavour, fun and wellbeing.

Why the Shift?

1. Moderation Made Easy

Swapping in an alcohol-free drink lets people pace themselves without feeling like they’ve left the party early. “Same taste, no hangover” is becoming a week-round mantra, not just a Dry January slogan. Everything in moderation!

2. Social Inclusion, Zero Pressure

Over one third of 18–34s say they order an alcohol-free beer to stay social without drinking alcohol. Standing at the bar with a grown-up glass (instead of water and FOMO) removes awkward explanations and keeps the cheers inclusive.

3. Quality Has Caught Up

Whilst big-brand 0% lagers still lead in volume, nearly one in five consumers now prefer specialist alcohol-free drinks, not just well-known big-brand alcohol-free extensions. Great taste, sophisticated branding and authentic wellbeing stories are converting casual testers into loyal alcohol-free customers.

Ten years ago, if you weren’t drinking alcohol, your choices were water and judgement. Now alcohol-free drinks are an essential part of your drinking repertoire! Dr Jussi Tolvi from Club Soda says, “Choosing an alcohol-free option isn’t just a healthy habit – it’s a small positive shift that can help prevent harm and give people more control”.

From pub pumps to festival bars, stocking premium alcohol-free serves has become a basic marker of hospitality that understands our modern wellbeing.

immaculate’s® Take

We created immaculate® Classic Alcohol-Free G&T precisely for this moment. Our juniper-rich, lemony-bright bittersweet blend answers three core motivations spotlighted in the report:

• Mindful Moderation – a full-flavour serve that lets you skip the headache, not the ritual
• Taste Without Compromise – sparkling Scottish tonic water, real botanicals, zero corners cut
• Social Confidence – a glass that looks, sips and photographs like the real thing (because it is real - just minus the ABV)
  
  

Whether you’re pouring an alcohol-free beer for a slow Sunday, or adding immaculate® to your zebra-striped drink trolley (alternating alcoholic and alcohol-free serves), you’re part of a nationwide movement that’s redefining what celebration looks like.

Ready to Join Half the Population?

Explore our latest immaculate® Pours - from the immaculate® Smash to the Bluefruit Cooler - and taste how good clarity can be. When you do, tag us @drinkimmaculate with #ImmaculatePours. We’ll share your moments and keep championing a world where great flavour, clear heads and kinder choices live in the same glass.

Here’s to the future of drinking - and cheers to it being unmistakably, unapologetically alcohol-free.

With credit to Club Soda for their 2025 Drinks for Everyone Report.